Peugeot Sport Reveal New Identity

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2 December 2020

Peugeot Sport announced its brand-new identity for the first time at the legendary 24 Hours of Le Mans this year and has revealed new details about its 2022 racing program at the FIA ​​World Endurance Races, Championship (FIA WEC) in which the Peugeot division returns.

Peugeot is reinventing the codes for renewed performance, a responsible performance: Neo-Performance. The brand image of this new concept are the three “Kryptonite” claws that are, at the same time, a reference to the new Peugeot Sport identity, the luminous signature of the remaining Peugeot and the brand’s heritage.

“Peugeot Sport is opening a new page in its history with the development of new sports electrified technologies that are the result of the experience and technical achievements of the teams,” commented Peugeot Sport. “The upcoming launch of the 508 Peugeot Sport Engineered and the return to the World Endurance Championship are important achievements in their work. It was important that our identity symbolizes this new chapter to which Peugeot Sport is committed with passion, strength and professionalism. We are introducing a new visual identity for Peugeot Sport, separated from the traditional sport red and the historic Peugeot blue. Black and kryptonite heralds the beginning of a new era, a new dynamic,” added Peugeot.

Matthias Hossann, Peugeot Design Director: “The diagonal claw marks are a recurring signature for Peugeot. We encounter them on the Peugeot 504 and have for the past 10 years in the light impressions of our vehicles. They embody Peugeot’s athletic heritage through Peugeot Sport and its leaders of competition, who have left their mark on the history of motorsport for decades.”